What would the email marketing potential be with Google Glasses?

What would the email marketing potential be with Google Glasses?
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What would the email marketing potential be with Google Glasses? Guerrilla Marketing Photo

If your business stays on the cusp of technology, you have probably heard of “Project Glass”, the codename for the slick new glasses Google is working on. While the juiciest of details are still top-secret, we are starting to learn much more about the Star Trek-inspired specs. We know that Google Glasses will incorporate an array of exciting features, including support for search, social media, and video chats. At the basic level will be features like email, which got us to wondering about the email marketing potential these babies have to offer. Here’s what we’re thinking:

Offline List Building

There will obviously be opportunities for email marketers to target people wearing Google Glasses, but we’ll get to the later. First we’re going to focus on how having a pair or two could potentially help your business. Assuming that the gadget is capable of running all sorts of apps, which should be no problem with Android at the core, it could be perfect for converting subscriptions offline. For example, if you have a physical place of business, an app like OnSpot Social can be used to capture the names and email addresses of your guests. You can take the same approach with industry events, fundraisers, and other touchpoints your business has out in the real world.

Full Engagement

From what Google has revealed, its new glasses will deliver the modern computing experience directly in the user’s face. So all the apps, photos, and emails they would typically view on a computer or smartphone screen will be seen on the lens of their specs. This is great from an email marketing standpoint because it means subscribers are much more likely to give your content their full attention – it would be kind of hard not to. Many of the distractions that normally compete for their attention are eliminated right off the bat. Don’t take that as an invitation to slack off, though. You will still need to make sure your content is as engaging as possible.

Design Challenges

Google Glasses might provide a nice boost for email marketing, but there are sure to be some challenges as well. One of the biggest challenges marketers will be tasked with is making sure the design of their campaigns allows for an optimal viewing experience. How will the device be at rending HTML? Will it support more advanced design technologies? What will you need to do to make sure your emails not only look good, but perform at an optimal level, also? These are questions we don’t currently have the answers to, but considering how designing for desktop clients is still a challenge, we expect Google Glasses to present some major hurdles.

It is far too early to determine what level of impact Google Glasses will have on email marketing. After all, no one is even sure when they will be made available to the public. It’s all speculation at this point, but for the opportunistic marketer, one can never start gathering information and planning too soon.

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Francis Santos is the Marketing Manager for Benchmark Email. He graduated from Cal State Long Beach and holds a degree in Journalism. In addition, he is also the executive editor for separate popular news blogs. Follow him on Twitter: @emailfrancis